By Anthony Ha

Purch, owner of tech and science sites like Tom’s Guide and Live Science, is announcing that it has acquired Active Junky.

Active Junky partners with outdoor gear retailers to offer its members cashback rewards and other deals. The acquisition allows Purch to move into a new publishing category, and also provides the foundation for a broader customer loyalty program.

“The cornerstone of Active Junky’s model is cashback, but they also identify Deals, Special Offers, Coupons, and often work with their partners to customize special offers exclusively for Active Junky members,” said Purch CEO Greg Mason in the acquisition release. “We believe developing these kinds of ‘Member’ services across our portfolio of will augment our strategy of unifying content, commerce, and community.”

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